Cannes Lions
LEW'LARA\TBWA, Sao Paulo / ASSOCIACAO BENEFICIENTE SANTA FE / 2015
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We did an activation near the line to see the exhibition by sculpter Ron Mueck, where people waited for more than 5 hours to see hyper-realist sculptures of human beings.
We created a simple poster, all-type, printed on cardboard, the same material often used by street children to make their dwellings. The poster included a real child, an actor dressed as a street child, and an inquisitive message: When will you want to see real people? Through this activation, we made people reflect on and face the problem of children living on the streets of Brazil, a problem which, unfortunately, goes largely unseen by society.
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